Abstract

The Effects of Public Campains from the Perspective of Persuasion Knowledge Model

Kim, Jung-hyun(Assistant Professor, Dept. of Communication, Anyang University)

Many companies have been involved in pro-social marketing programs, defined as marketing initiatives with nonprofit social objectives. Reflecting this trend, many studies have dealt with nonprofit persuasive messages such as cause-related, pro-social  campaigns. This study is designed to examine the effects of Public Advertisements from the perspective of 'Persuasion Knowledge Model' by performing an experiment. Persuasion Knowledge Model, which is proposed by Friestad and Wright(1994), suggest that consumers develop schemer schemas or implicit beliefs about various persuasion tactics and consider the appropriateness of using such tactics to persuade them.

From the three research questions suggested and the hypotheses drawn from these questions, the research approved the previous studies based on the persuasion Knowledge model. It also implies that the sponsor type, especially under the circumstance where consumers can elaborate on the persuasion message, can be the main variable affecting the consumers.

keywords: Persuasion Knowledge Model, elaboration, sponsorship, public advertisements